The app enables customers to order and pay for their food in advance and collect it at their convenience from some central London restaurants without the need to queue, helping to reduce the loss of custom caused by the wait.

Benefit for dine-in restaurants​

Graham Corfield, UK managing director of Just Eat, told BigHospitality that the acquisition fits into a general trend for restaurants to maximise profits through takeaway:

“It’s important for restaurant owners to think about providing food in new ways to maximise sales and profits, and dine-in establishments can benefit greatly from offering a takeaway service.

“Not only does it make the best use of the chef’s time and produce in the kitchen, but it also drives valuable incremental revenue, especially on days when business is slow. The same applies to restaurants that offer customers the option to collect food.

“Collection is becoming more and more popular, both for restaurants and the consumer, and it’s increasingly moving online. This move is part of our wider strategy to innovate and drive further significant growth into the takeaway restaurant sector.”

Customer loyalty​

Orogo was created by Christoph Lippuner and Mikael Landau, who will continue to run the business independently with additional investment from Just Eat for future growth and expansion.

The app is presented as a solution to improve the experience for customers and drive increased business for the restaurant owner, through better customer loyalty, high re-order rates and faster order processing.

Orogo co-founder and CEO Christoph Lippuner said: “We’re very excited to be working with Just Eat. Orogo has been growing extremely fast thanks to our great restaurant partners and the strong focus we place on user experience.

“This new partnership with Just Eat will further strengthen our position as a growing London start-up and provide us with expertise from the leading player in the online takeaway sector.”